Personal Branding Blog – Dan Schawbel

1) I don’t have a personal brand False

This statement always annoys me, yet people continue to ask it again and again and again. The second you were born, you were branded. Maybe even before you were born! The way chromosomes work is that you will share qualities from both your mother and father, therefore their personal brands co-develop yours. Before you even come out of the womb, your parents are already branding you (in hopes that you are a girl or boy or that you resemble one of them). As you travel through the human life cycle, your brand will inadvertently evolve and mature, yet some of your qualities and perceptions will remain the same.

Today, we finally put an end to this question and the answer is yes, we all have a personal brand because we are being judged constantly. We are given the precious opportunity to change personal perceptions by leading with our own personal brands. Even animals have personal brands. If your dog barks all the time, your neighbors might label him as obnoxious. Typically people name their pets based on how they act. Before I start to rant anymore, I’d like to finish by saying that personal branding is a state-of-mind. The more you come to the realization that you’re a brand, the more you will be conscious as to how you portray yourself.

2) Personal branding is all about you False

I’ve covered this one before and I still believe that you need to make other people successful first or solve their problems. Personal branding is about serving others and as a result, your sphere of influence and visibility increases. The more you help others, the more you will receive, either directly or indirectly. Selfishness and too much self-promotion punishes your audience. Of course you have to promote yourself, just don’t go overboard. Each success you have while building your personal brand is the result of others endorsing you. People have just as much, if not more, control over the achievement of your personal brand as you have.

This can only mean that you need to pay attention to others and I don’t mean EVERYBODY. You need to surround yourself with the right people(customers and colleagues). Then deliver quality and service and make them look good. That is how you win!

3) Personal branding is image management False

Let’s quickly define both. Image management is how to shape perceptions by changing who you are on the outside. In this way, you are deceiving, while pleasing others. Personal branding is how we market ourselves to others by revealing who we are on the inside. In today’s world, tricking people doesn’t work in the long-term. You’ve seen relationships deteriorate based on genuineness when people reveal their true motives and brand later. Personal branding is about the “Real YOU Incorporated.” If you even try and be fake, someone will catch you, blog about you and reveal the real you to everyone else. If you start by laying everything out on the table, you will save yourself any backlash later.

At the same time, even though conformity is bad for our culture, I still believe we have to be “smart” in certain situations. There are cultural norms, such as (and I’m exaggerating here) not eating with your hands at the dinner table or not screaming out when someone is making a presentation to you. Basically, good situational judgment is necessary and applauded in our society. At the same time, if we completely conform, we risk losing our creativity and entrepreneurial spirit. It’s up to you what face you want to show to the world, but I do recommend you show the natural one.

4) Personal branding is all about getting a job False

Most people automatically view personal branding as a path to getting a job. This is true only if it was your only objective. This is NOT a good idea everyone. Building your brand takes a lot of time, energy, sacrifice, money and determination. People have 8-12 jobs in their lifetime, so by the time your goal is met, you’ll be looking to do it again. I’m not saying having this type of goal is bad, but you really need to have a vision. Personal branding is not even just about career development, even though it gets positioned in the “self-help” and “marketing” sections of Amazon. Personal branding takes into account your professional and person lives.

To get a job or build a career is certainly a giant piece of the personal branding methodology, but empowerment, confidence and networking are other benefits. Also, as I refer everyone to from time to time, the Octopus Model of Relevancy will show you all the topics related to personal branding.

5) Not everyone can be successful False

I’ve spoken about this topic as well. The real definition of success needs to be “success = monetize your passion” or, translated, it means that you are compensated based on what you are passionate about. This doesn’t mean it has to be millions of dollars. See if Forbes and Fortune magazine promote having millions of dollars as being successful they limit the population down to a select few. When we talk about personal branding, it’s much better to leave the definition open so the majority can be successful or feel successful.

When your passionate about your job, it’s not a job anymore. It becomes a “paid” hobby, just like golf or video games. Tiger Woods loves his job and is compensated more indirectly (endorsements) rather than for each of his big wins. 90% of people take jobs that they don’t enjoy to pay the bills. They rush into career paths because they are told to do so. It’s time to do what you want to do!